Toys ‘R’ Us launches nearly all-AI ad, showcasing tech’s leaps and potential

Toys “R” Us showcased a short promo film at the 2024 Cannes Lions Festival, created almost entirely using OpenAI’s new text-to-video tool, Sora. The 66-second film, developed in partnership with the creative agency Native Foreign, follows the founder Charles Lazarus and the brand’s mascot, Geoffrey the Giraffe. While Sora is not yet publicly available, Toys “R” Us claims to be the first brand to use this technology for a film. Reactions have been mixed, with some praising it as innovative and others finding it unsettling. The promo also involved human intervention for visual effects and music.

Kim Miller, CMO of Toys “R” Us Creative Studios, said the project emerged from a desire to create something unique. The process required significant iteration and human oversight to ensure the final product met their standards. Miller believes experiencing technology firsthand is crucial to understanding it, an approach she has carried from her time at Martha Stewart. Toys “R” Us is also exploring advertising opportunities for the promo, aiming to highlight their presence in Macy’s stores.

OpenAI has yet to announce an official release date for Sora, but it is speculated to launch later this summer.